LONDON — MSL UK has won its fourth competitive pitch for sports brand Puma, to launch its new Puma Mayze sports show to a young female audience.

This follows the appointment of MSL UK as the brand’s creative and strategic lead comms agency for Puma Europe in 2020. Led out of London, the six-figure win placed MSL at the heart of Puma’s central creative communications, with the agency reporting directly into the sportswear giant’s European comms and marketing team, based in Herzogenaurach, Germany.

The Mayze launch win is the third product brief for the Publicis agency since that appointment. The first was the integrated launch of Puma’s 1968 Suede Classic shoe, with the agency creating the brand’s first creative music platform, Suede Music (pictured), bringing together a music studio, up and coming recording artists, live performances and music partnerships.

The second product brief was this month’s launch of the Cali Star trainer, with a dance challenge currently trending on TikTok, with over 3.3 billion views to date.

Puma’s UK and Ireland head of marketing Ruth How said: “MSL shows standout understanding of the cultures that motivate and engage our audience and consistently integrate creativity & innovation in their pitch. They are working with Puma during a game changing period for the brand to support on a range of product launches including Suede, Cali Star and Mayze.”

MSL UK chief executive Chris McCafferty added: “We just love Puma and the leaping cat, its culture-shaping history and continual reinvention. As an agency, we share the same passion for creativity are excited to be playing on the same court again.”